Blogs Posted on 2025-06-24

Arun Ice Cream Marketing Strategy

🍦 Arun Ice Cream: A Strategic Study on Marketing & Consumer Behaviour in CoimbatoreIntroduction

Arun Ice Cream, a well-known name in India’s frozen dessert sector, has steadily built its reputation on affordability, variety, and widespread accessibility. What started as a pushcart operation in Tamil Nadu in the 1970s has now grown into a massive brand with over 10,000 distribution outlets across India and exports to 40+ countries. This study takes a focused look at how Arun’s marketing strategies influence customer behavior in Coimbatore, one of its key markets.

The Core of Arun’s Marketing Gameplan

Arun Ice Cream's marketing approach is grounded in the traditional Four P’s of Marketing—Product, Price, Place, and Promotion—but with a highly localized and consumer-driven twist. Here's how the brand makes it work:

1. Product Diversification as a Growth Tool

With over 180+ unique flavors, Arun Ice Cream has positioned itself as a brand for every tastebud. Whether it's a classic vanilla or a festive mango kulfi, the brand ensures there’s something for kids, youth, and adults alike. Its playful and colorful packaging attracts younger consumers, while traditional flavors continue to connect with older demographics.

2. Pricing for the Masses

Arun’s pricing model is highly inclusive. Offering products starting from as low as ₹5, it has become a go-to treat even in low-income households. The affordability factor not only boosts accessibility but also strengthens brand loyalty across both rural and urban markets.

3. Distribution That Delivers

A major strength of Arun Ice Cream is its deep distribution network, particularly in southern India. The brand is available in general retail shops, supermarkets, and dedicated Arun Ice Cream parlors. Its strong presence in rural areas makes it a household name, with consistent supply and easy availability cited as top reasons for repeat purchases.

4. Promotion That Connects

While Arun Ice Cream leverages TV commercials and in-store promotions for awareness, word-of-mouth plays a critical role in its brand growth. Most consumers are introduced to the brand by family or friends, while others notice it during festive or social events. TV ads remain the most effective channel for new product launches, particularly in cities like Coimbatore.

What Drives Customer Behavior?

According to the study:

• Quality assurance is the primary driver for customers choosing Arun. Nearly half of the respondents noted quality as their top reason for loyalty.

• Availability and price point further strengthen purchase decisions, making Arun an easy choice for regular indulgence.

• Celebratory events (like birthdays or festivals) are the most common occasions when customers explore new product launches.

• Brand loyalty is strong—with over 80% of customers being repeat buyers, and many willing to recommend it to others regardless of age or gender.

Key Insights from Consumer Analysis

• Demographics have little impact: Age and gender don't significantly influence loyalty or recommendation rates. People across all categories seem to equally enjoy and endorse the brand.

• Customer satisfaction is stable across various attributes—be it flavor, packaging, or parlor ambiance—suggesting Arun delivers a well-rounded experience.

Challenges & Opportunities

Despite its strong brand presence, Arun Ice Cream faces stiff competition from both domestic and international brands offering similar quality. In some regions, its visibility is relatively lower compared to newer entrants with flashy branding.

To maintain its competitive edge, Arun must continue to innovate with flavors, improve its parlor experience, and enhance interactive marketing through digital platforms and influencer tie-ups. Seasonal campaigns and limited-edition flavors could also help refresh consumer interest.

Suggestions for Strategic Improvement

• Expand flavor innovation with more trending and experimental combinations.

• Use customer feedback loops (online surveys, parlour reviews) to refine product launches.

• Invest in visual storytelling, such as campaigns around festivals or local stories, to strengthen emotional connection.

• Upgrade ice cream parlors with vibrant themes and activities for kids and families, creating an experience beyond just consumption.

Conclusion

Arun Ice Cream’s marketing efforts have significantly shaped consumer choices in Coimbatore by blending affordability, accessibility, and quality. Its customer-centric approach, combined with strong distribution and consistent branding, has helped build a loyal base across demographics.

To stay relevant in an increasingly competitive space, the brand must continue listening to its consumers, invest in marketing innovation, and evolve with changing preferences—while still holding on to the values that made it the "People’s Ice Cream."